Concept Validation


  • What are the key improvements in the new features over the existing product? 
  • What is the marketing and business goals of the new launch, e.g. acquire new customers, up-sell/ cross-sell, enter new markets, etc.? 
  • How should we set the price for the new features/ value proposition? 
  • How can we differentiate from competition with the new/ improved features? 
  • How can we get customer feedback on proposed new product launches? 
  • What is the ideal methodology for testing new product concepts? What should be the sampling plan?
  • How can we get insights on customer preferences on the features and overall product concept pre-launch? 
  • What is the optimal beta launch design for a proposed product? 

Relevant Case Studies

  • Concept validation of medical supplies procurement software for hospitals / medical centers to effectively manage procurement needs
  • Conducting training program for pilot initiative in educational content development
  • Concept validation of Human Resource Management System for corporates to meet their existing needs
  • Concept validation for new distribution channel
  • Concept validation for new product launch by digital lender
  • Concept validation of a cloud-based offering by leading IT services player
  • Digital audit of a leading FMCG company
  • Identifying investment patterns of customers
  • Concept validation of medical supplies procurement software

Concept validation of medical supplies procurement software for hospitals / medical centers to effectively manage procurement needs

Concept validation of medical supplies procurement software for hospitals / medical centers to effectively manage procurement needs

Objective

  • A software development firm wanted to conduct a deep need-gap analysis to understand the pain points and purchase preferences of a specialized group of buyers 

Methodology

  • Conducted in-depth consumer interviews (N = 50) across prospective buyer groups of different sizes to establish different customer segments and identify their pain points and purchase preferences 
  • Conducted quantitative survey (N = 200) across 5 cities to understand hospitals / medical centers pain points and product features that customers deemed necessary in procurement software 
  • Conducted A/B tests for the beta version of the product (N = 25) across 5 cities for the established customer segments on a one-on-one basis or in a focus group setting to receive feedback on the product 

Impact / Outcome

  • Client could identify the key purchase criteria of hospitals for the procurement software 
  • Client was able to understand user preferences on various product attributes thus feeding into a quality product features 
Let's talk

Conducting training program for pilot initiative in educational content development

Conducting training program for pilot initiative in educational content development

Objective

  • Client wanted to develop and disseminate ~200 hours of byte-sized curriculum-based educational videos for govt. school students for Math, in Hindi & Telugu 
  • Craft and conduct a training program for select content creators / educators with emphasis on improving learning outcomes via better video-content creation 

Methodology

  • Conducted in-depth need assessment of the beneficiary group (government school students) to align the education content with their capability, needs and expectations 
  • Identified best practices for educational content creation, such as articulate script creation techniques, engaging pedagogy and immersive video creation practices 
  • Understood and analysed the key needs and challenges faced by creators / educators in developing content via digital mediums 

Impact

  • Conducted and formalized a two-day training material, which included rich knowledge sharing sessions and best-practices for creators / educators to create high-impact educational content
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Concept validation of Human Resource Management System for corporates to meet their existing needs

Concept validation of Human Resource Management System for corporates to meet their existing needs

Objective

  • A product development firm wanted to conduct a deep need-gap analysis to understand the pain points and purchase preferences that are not addressed by a current SaaS/Enterprise Tech product  

Methodology

  • Conducted in-depth consumer interviews (N=50) across 5 cities for establishing different customer segments and identifying their pain points and purchase preferences 
  • Conducted quantitative survey (N=200) across 5 cities to understand customer pain points and product features that customers deemed necessary 
  • Conducted A/B tests for the beta version of the product (N=50) across 5 cities for the established customer segments on a one-on-one basis or in a focus group setting to receive feedback on the product 

Impact

  • Client could clearly identify the key purchase criteria for corporates in an HRMS 
  • Client was able to understand user preferences on various product attributes thus feeding into a quality product design 
Let's talk

Concept validation for new distribution channel

Concept validation for new distribution channel

Objective

  • A growing digital Insurance platform wanted to understand the possibility of selling insurance from a new distribution channel and hence wanted to identify the likelihood of customers buying insurance from such non-insurance online platform across different demographics and geography 

Methodology

  • Conducted survey (N = 1,500) with customers belonging to different tier of cities, age and employment sector to understand acceptance of Insurance as a product sold on non-insurance platforms   
  • Identified customer behaviour towards their existing insurance products, their media consumption behaviour, and usage of different online services 
  • Understood customer behaviour towards different selection of insurance products for different needs and verified the strengths and weaknesses of different distribution channels of the client 
  • Presented various concepts related to the upcoming and existing channels and tested their likeliness towards them 

Impact / Outcome

  • The client validated the possibility of selling insurance through non-insurance distribution platforms and looked forward towards building a strategy in near future
Let's talk

Concept validation for new product launch by digital lender

Concept validation for new product launch by digital lender

Objective

  • A growing digital lender wanted to launch a new product and hence liked to test the customer behaviour towards both its upcoming and existing products 
  • Client also wanted to identify the most useful media for the marketing of its products  

Methodology

  • Conducted survey (N = 500) with customers belong five metros and have some experience in taking unsecured loans 
  • Identified customer behaviour towards their existing loans, their media consumption behaviour, and usage of different online services 
  • Presented various concepts related to the upcoming and existing product offerings and tested their likeliness towards them 
  • Deep-dived the validation with in-depth interviews (N = 100) with different customer segments based on their demography, past credit behaviour, and likeliness towards offerings 
  • Understood customer behaviour towards different the selection of loan products for different personal and business needs and verified the strengths and weaknesses of different product offerings of the client 

Impact / Outcome

  • The client validated and tested the upcoming product across different major cities and looked forward towards marketing and advertising strategy through different media platforms.
Let's talk

Concept validation of a cloud-based offering by leading IT services player

Concept validation of a cloud-based offering by leading IT services player

Objective

  • An IT services player wanted to evaluate a cloud-based offering and evaluate market potential in emerging economies 

Methodology

  • Deep interviews with various stakeholders in the product development group to understand the concept and initial estimates 
  • Conducted market sizing for the offering and identified top 5 geographies and customer segments to focus on 
  • Conducted in depth conversations with potential clients to understand the need for such an offering and willingness to pay 
  • Benchmarked client’s offering with those of national and global competitors in terms of need solving, commercials and service levels 
  • Identified various approaches to position the offering and set parameters to evaluate them in the beta launch phase 

Impact / Outcome

  • Client gained detailed perspective on the market potential and key approaches to test the cloud-based offering in various geographical markets 
Let's talk

Digital audit of a leading FMCG company

Digital audit of a leading FMCG company

Objective

  • A top FMCG company wanted to benchmark its organization wide digital maturity with respect to competitors  

Methodology

  • Shadowed key personnel across IT, finance, HR, supply chain, and sales and distribution functions (N = 40) to map processes  
  • Identified usage of technology and digital solutions across the value streams and created workflows  
  • Conducted time-motion study to evaluate variability in manual tasks for key personnel (N = 40) across functions 
  • Conducted primary conversations with competitors’ current and ex-employees (N = 5) to benchmark time taken for critical processes and tech intervention across processes  
  • Conducted deep secondary analysis to discover means for waste reduction and draft financial proposal and deployment plan for 20% manhours savings 

Impact / Outcome

  • Client understood relative standing in digital maturity with respect to competitors  
  • Detailed plan of deployment of quick-win, inexpensive tools for efficiency and accuracy improvement  
Let's talk

Identifying investment patterns of customers

Identifying investment patterns of customers

Objective

  • A leading POS player wanted to diversify into new product and hence liked to test the merchant behaviour towards both such product features 

Methodology

  • Conducted survey (N = 1,000) with merchants / user belong 12 cities (metros, tier 1, 2, and below) and are into both retail and service segments 
  • Identified merchant behaviour towards their existing POS system, other payment and fintech solution, key selection criteria, and challenges faced by them 
  • Presented various features of the upcoming product as different concepts and identified their preference, and expectations with them 
  • Validated the survey finding by in-depth interviews (N = 100) with different merchant segments based on their demography, business turnover, and likeliness towards offerings 
  • Deep-dived into merchant behaviour towards likeliness of different product offerings, its potential impact on their businesses, and identified their expectations with the upcoming features or identified other new features needed to be included 

Impact / Outcome

  • The client validated and tested the upcoming product across different major cities and looked forward towards marketing and advertising strategy through different media platforms
Let's talk

Concept validation of medical supplies procurement software

Concept validation of medical supplies procurement software

Objective

  • A software development firm wanted to conduct a deep need-gap analysis to understand the pain points and purchase preferences of a specialized group of buyers 

Methodology

  • Conducted in-depth consumer interviews (N = 50) across prospective buyer groups of different sizes to establish different customer segments and identify their pain points and purchase preferences 
  • Conducted quantitative survey (N = 200) across 5 cities to understand hospitals / medical centres pain points and product features that customers deemed necessary in procurement software 
  • Conducted A/B tests for the beta version of the product (N = 25) across 5 cities for the established customer segments on a one-on-one basis or in a focus group setting to receive feedback on the product 

Impact / outcome

  • Client could identify the key purchase criteria of hospitals for the procurement software 
  • Client was able to understand user preferences on various product attributes thus feeding into quality product features 
Let's talk

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